In the past, when you published an update
on your Facebook business page, it would reach a large percentage of all
of your fans, but those days are long gone. Now businesses are forced
to pay for that same distribution that was once free.
In response to Facebook's changes, Eat24 is
threatening to jump ship and close down their Facebook fan page at
11:59 PM tonight. What do you think, is that a smart move? When things
change, do you think it's best to pack your bags and move elsewhere?
How you answer that question, reveals a lot
about you and how you approach business and marketing. In this
article, I'll explain why change is actually a good thing for
your business, and how to avoid making a big mistake like Eat24 is on
schedule to make tonight.
Change Equals Opportunity
Here's the reality with digital marketing: things change fast!
Google constantly updates their search
algorithm and the layout of their search results. Ad networks, tactics,
and formats are constantly evolving. New devices like smartphones and
wearables are now forcing change in nearly every digital marketing
tactic. And a hot new social media platform is bound to pop up any
minute now.
Change is often scary, so most people avoid
it at all costs. But in business and marketing, change equals
opportunity! Every time Google shakes up the search results, you have
an opportunity to overtake your competitors. If you're one of the first
businesses to try a new ad format like YouTube's TrueView ads, then
you'll reap the benefits of low cost, targeted traffic before your
competitors. Or, in the case of Eat24, if you realize Facebook is now a
highly targeted ad platform, and you change your tactics accordingly,
then you'll think twice about deactivating your account.
It's all about perspective. Sure, it was a
heck of lot better to get free exposure via Facebook than it is to pay
for it now. But doesn't that also mean it's now harder for other
businesses to reach your prospects and customers? When Facebook changed
their platform, they gave some businesses a real competitive advantage.
Use Data (Not Emotion) to Guide Your Marketing Decisions [Tweet this]
I'll admit, I have no idea if Eat24 is
getting any return on their Facebook marketing. I didn't even know who
they were before I stumbled on their shared article. So I guess their
PR stunt worked to some extent.
But based on their article, they are making
their decision to leave for all the wrong reasons. I hear similar
complaints all the time from business owners regarding Google algorithm
updates, Yelp hiding reviews, and rising AdWords costs. It's OK to get
frustrated, but don't let emotion guide a big marketing decision.
Instead, let the data do the talking.
Google Analytics allows you to track all of
your marketing channels so you can evaluate the return on investment
from your campaigns.
Once you're tracking your campaigns, then you can make an informed
decision. For example, Eat24 should be able to see how much traffic is
coming from Facebook, and more importantly how much is converting to
sales. Based on that data, it'll be clear if they can afford to invest
in Facebook ads to continue that channel.
If it's profitable, then it doesn't make
sense to shut it off. As I'm sure you've heard, and as my wife
repeatedly reminds me, "Don't throw the baby out with the bathwater." :)
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